ENVIRONMENTAL
(The "ish" part of Charcoalish)
Scale Changes the Game
Environments that evoke emotion, tell a story, and add rocket fuel to a brand are the unsung heroes of businesses that win.
An at-scale investment should pay off.
Whether it's an art-only piece or a branded install, the connection must be front and center. It should do at least 1 (if not more) of these 3 things:
1. Evoke a feeling (that then becomes associated with you)
2. Convey a message (that aligns with who you are)
3. Drive an action
Each has its own unique benefit, but all are worth the investment. Others will pass and when they do, it gives you the prime opportunity of standing out and being the one worth remembering.
Projects
Christian Jacobs is a Salon Suite location with an art gallery throughout. It honors the life and legacy of Christian Reid, Derrick “Flyty” Jacobs’ 19 year old son whose life was tragically taken in June 2020.
The mural and artwork commemorates, in 2 different styles, a picture that was taken of Christian cutting his father's hair when he was 12 years old.
It sets the tone as you walk in the building and reinforces the story as you leave.
It's purely an emotional connector and brand builder, but so powerful that it's often the first thing mentioned when people come into the building. It's also one of the things that follow their statement "You have to go to Christian Jacobs because..."
Alchemy Coworking launched their second location in Charlotte, NC as they took over an existing coworking space.
The existing environmental installations were bright orange (NOT Alchemy's colors), all over the place from a messaging standpoint, and unclear directionally.
With updated brand signage, Alchemy was able to create an environment that lifted awareness, generated buzz, and ultimately attracted more tenants.
Community Charter School had a 20 foot wall in the atrium of their building that was bare as a naked mole rat (pardon my country-isms 😅).
Having realized the entrance of the school was a bit of a bland experience, they dreamed of what a branded overhaul could look like.
What they ended up with was completely stunning.
The wall was covered in all of their core values with a 7"x11" train built dimensionally out from the wall.
It's one of those that looks cool in photos, but takes your break away in-person.
